Stockholm Design Lab Redesigns Volvo’s Logotype

Volvo Cars have just launched the all-new XC90. The SUV marks the beginning of a new chapter in the company’s history, embodying its future design direction and being the first of its cars to carry the new more prominent “ironmark”.

Together with the T-shaped “Thor’s Hammer” DRL lights, the ironmark introduces an entirely new face for Volvo’s forthcoming generation of cars.

“This is one of the most important days in our history. We are not just launching a car, but re-launching our brand. This day marks a new era for our company. The XC90 paves the way for a portfolio of exciting new cars to come in the following years,” said Håkan Samuelsson, president and CEO of Volvo.

The Swedish carmaker engaged Stockholm Design Lab to redesign its ironmark.

“To develop such a central part of Volvo’s identity is a complex task that requires equal parts caution and courage,” says Anneli Myrin-Holloway, client services director at SDL.

“Volvo needed an update of the ironmark, optimised for communication and versatile for all types of applications. The symbol has been simplified in its purest form and conveys the vision to be the world’s most progressive and desirable premium car brand,” say the designers.

Stockholm Design Lab
www.stockholmdesignlab.se